Press Release via Crayola – Cannes, France – Sunday 15th October – Victoria Lozano, EVP Crayola, took to the stage at MIPJUNIOR in Cannes, France today to set out the vision and inspiration behind Crayola Studios’ move into entertainment content and explained why the ambitious plans fit naturally with the company’s wider ethos. Delivering the Keynote presentation, New ‘Kid’ in Town, Lozano stressed the long-term commitment to Crayola Studios and revealed the compelling insights that helped inform the decision. Unveiling the latest step in Crayola Studios content strategy she also announced a significant new production deal with 9 Story Media Group.
“As world leaders in creative self-expression, the move is a logical next step for the brand,” explains Lozano. “With the establishment of Crayola Studios, we seek to inspire and nurture the next generation and help them develop lifelong creative mindsets. I believe Crayola’s unique perspective and its long-standing mission and values present an exciting opportunity for the industry as it searches for and develops stand-out new entertainment content with creative self-expression at its heart.”
Furthermore, research undertaken by Crayola demonstrates that parents are very much on board with Crayola’s move into entertainment content with Crayola Studios receiving a 94% appeal rating. Also, at least 95% of respondents said they expected shows from CrayolaStudios to be highly entertaining, creative and educational, as well as more creative than other shows currently available. Lastly, the already strong interest in the individual show concepts grew by an average of 75% when parents learned these would be presented by Crayola Studios.
“Parents value creativity but many are looking for help to nurture it in their kids. Creativity is a life skill critical to future potential. So, it is only natural for Crayola, that has been a trusted part of kids’ and families’ lives for over a century, to take on a role of championing and celebrating children’s creative self-expression,” explained Lozano. “Crayola has a unique perspective, one that we’ve translated into key tenets for entertainment revealing a white space in the industry. No one does – or frankly can do – this the way Crayola can.”
In addition to outlining the genesis of and rationale behind Crayola Studios, Lozano also unveiled the company’s significant development, production co-financing and licensing deal with 9 Story Media Group, a leading creator, producer, and distributor of award-winning animated and live action content for audiences around the world. 9 Story and Crayola Studios will work together on the development of the shows with 9 Story handling production and distribution and Crayola managing the licensing and merchandising for the franchises.
For the first title in the multi-project deal, 9 Story will partner with Crayola Studios and MIMO Studios on the active development of The Alien Adventures of Finn Caspian. The animated adaptation of Gen-Z Media’s award-winning kids’ podcast written and performed by Jonathan Messinger with the help of his son, is to be produced by 9 Story in collaboration with Crayola Studios and MIMO Studios. A first-look is being presented to buyers at MIP.
Of the partnership, Lozano said: “We are excited to work with 9 Story and this strong partnership demonstrates Crayola’s ambition for our move into kids’ content. Our aim is to work with best-in-class creators, studios and distribution partners who share our vision in creating inspiring, joyful, and encouraging new multi-genre content. We know 9 Story’s outstanding expertise and flair will help us to achieve something special.”
Vince Commisso, President and CEO of 9 Story Media Group, said: “Crayola is a brand trusted by families worldwide for generations. We’re very happy to be teaming up with them to develop content that explores the limitless possibilities of children’s creativity. Their unique insight into the creative self-expression of kids, coupled with our industry experience and expertise opens up incredible possibilities to produce a range of content that families worldwide will take into their hearts.”
Loved by families around the world, Crayola has 99% brand awareness in the US, with 89% of households with kids using Crayola products. Crayola has tremendous global access and relationship with kids and families through its products and collaborations, location-based entertainment, and interactive experiences, in addition to its social and digital content, and education programming. Crayola is now actively working on its development slate with a lens of 360 touchpoints across products, experiences, and content. Crayola is purposefully looking at how it can leverage these capabilities and how each concept can be maximized across the mix.
Crayola Studios is the entertainment content arm of Crayola and is supported by sister company Hallmark Media.
ABOUT CRAYOLA
Whether it’s providing tools to put a purple octopus on the moon, helping create family memories or enabling teachers to bring arts-infused learning into the classroom, Crayola is passionate about helping parents and educators raise creatively-alive children. The company has inspired creativity in children for 120 years, creating a broad portfolio of products, experiences and content that encourage kids to explore, discover, play, pretend, and dream. Through its work, Crayola sees a world where the inherent creativity of children is fully nurtured into adulthood, filling the world with more curiosity, imagination, joy, connections, and fulfilled lives.
ABOUT 9 STORY MEDIA GROUP
9 Story Media Group is a leading creator, producer and distributor of kids and family-focused intellectual property. Its award-winning animation studio, Brown Bag Films, is recognized around the world for best-in-class brands such as Doc McStuffins, Daniel Tiger’s Neighborhood, Octonauts, Wild Kratts, and Blue’s Clues & You. The company’s international distribution arm, 9 Story Distribution International based in Dublin, represents 4,400 half-hours of animated and live-action programming, seen on some of the most respected international channels and platforms. Its in-house consumer products division, 9 Story Brands, builds international entertainment brands for kids, with expertise across creative, brand marketing, and licensing. 9 Story’s Creative Affairs Group creates, develops, and produces award-winning branded properties using groundbreaking formative research. With facilities in Toronto, Dublin, New York, and Bali, 9 Story Media Group employs more than 1000 creative and corporate staff worldwide.